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We’re now halfway into the year, it’s soon to be first day of summer and Father’s Day is just around the corner. With 11 other months just like this one, it’s hard not to go into a shop without seeing competitive displays for whatever upcoming ‘season’ is next. It may be Christmas, Halloween, Valentine’s Day or Father’s Day, whichever the forthcoming season there’s no doubt brands start planning promotions early
Seasonal marketing provides retailers with a supply of annual occasions to prepare for, giving an easy hook for promotions which can attract more shoppers and increase sales.
I’m sure many of you noticed the instore displays went up early for Father’s Day this month, while this isn’t unusual, can it ever be too early? Just this year Easter gifts were being sold while Mother’s Day promotions were still in full swing. With retailers really pushing their promotions, displays are becoming increasingly more sophisticated and elaborate as years go by. Some going as far as to take over entire shopping aisles to grab the shopper’s attention.
In 2014 the figures show consumers spent £467 million on Father’s Day gifts, £140 million on Father’s Day food and drink, and £52 million on Father’s Day cards and wrap. With that said, it’s not hard to understand why retailers start planning months in advance to make the most of the annual events.
Pictures of happy loved ones celebrating. Inbox’s flooded with promotional email offers, telling you to ‘treat dad to something special this year’. It’s the repetitive advertising we’re all so used to, nevertheless, there’s a reason they’re continually used, they work!
In such a competitive environment, it’s not enough to just promote your products, you need to offer something more. The best campaigns are the ones connect their branded product to shoppers on an emotional level.
Generally, there are 6 recognised emotions, happy, sad, afraid, surprised, angry, and disgusted. Brands use these categories to target shoppers because when we’re emotional, we’re less rational and are much more likely to buy.
But would you be surprised to hear the public are more likely to spend more money on Mother’s Day than Father’s Day?
So do we love our Mothers more, or is there something else at play? Respectively the holidays have a lot in common, both celebrate parents, both always land on a Sunday. So why are Dads short changed? Perhaps Dads just don’t have the emotional significance of Mother’s Day. Let’s think about promotional activity of the separate holidays. Offers of spa treatments, flowers and weekends away are all promoted on the lead to Mother’s Day. Alternately, practical needs such as tools, shirts and sporting goods are always popular come Father’s Day.
So what do you think? Even if it is the thought that counts, why are dads getting short changed? And is it ever too early to see an aisle takeover?
While you can’t measure affection, you can certainly evoke it. With pre-planned, creative marketing, brands have limitless opportunities to emotionally connect with shoppers. Who dares wins!